Littlewoods to launch £1.3m kidswear campaign starring mini-Myleene
Online department store Littlewoods is to debut its £1.3m childrenswear campaign during tonight’s Emmerdale on ITV1.
The advert focuses on the much-loved Ladybird brand, which was acquired by Littlewoods parent company Shop Direct in 2009.
Created by retained agency St Luke’s and directed by Karen Cunningham the campaign continues the ‘Littlewoods touch’ concept introduced last year and features a mini version of brand ambassador Myleene Klass. Set to the soundtrack of ‘Abracadabra’ by the Steve Miller Band, mini-Myleene performs outfit transformations on her friends at a children’s party by blowing bubbles and playing pass the parcel.
The 30” TV ad will be supported by 10” executions and print ads promoting weekly trading offers. The campaign, which was planned and booked by Carat, will run throughout August across TV, online, social media and print.
Gary Kibble, retail director for Littlewoods, commented: “The Ladybird brand is one of our growing stable of own brand fashion labels and a brand that parents across the UK have known and loved for decades. We’re now keen to bring Ladybird to a wider audience via the Littlewoods touch and this summer felt like the perfect time to start.”
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